multi-channel distribution in the apparel industry

Sponsored by: Conducted by:

On behalf of:

Multi-Channel Distribution in the Apparel Industry

®

®

2SDI Group, uSA

Supply chain executives in the apparel retail industry have been debating strategies for managing and integrating disparate order-taking and fulfillment processes and operations. Operations managers are divided on whether a multi-channel distribution

platform or a single distribution channel for handling order requests, regardless of how the order is placed, is the most operationally efficient and cost-effective answer.

SDI is delighted to present this white paper that details the results of a survey of multi-channel distribution within the apparel industry. We hope that you will find the results informative and insightful. The results clearly show that multi-channel distribution is now mainstream within our industry. It perhaps is of little comfort, but clearly our industry professionals are facing a common challenge of how to manage multi-channel distribution within a complex and rapidly evolving multi-sales channel environment.

To complement the results of the survey, SDI would like to briefly offer their perspective of multi-channel distribution. Our perspective has formed through witnessing the challenges our clients face and succeeding in developing cost effective solutions to meet the demands of the multi-channel environment. Only just a few years ago, the term multi-channel distribution was rarely used among our clientele. Certainly many of our clients were shipping through multiple channels, but often a channel, especially e-commerce, was either handled through a 3rd party or as a purely manual process tucked in a corner of the facility. Today, practically all of our clients handle multiple channels of distribution and increasingly the trends are to:

1. Bring outsourced volumes back in-house.2. Embrace the concept of performing multi-channel distribution within a

single facility.3. Increase levels of automation.

We believe there are several factors driving these trends. Arguably the catalyst is that volumes shipped through non-traditional channels have grown significantly; it is now a matter of urgency that this flow is handled effectively and efficiently. In reaction to this growth, information systems have developed and are now capable of handling multiple channels within the same system often using the same inventory. Having a common inventory provides great flexibility and responsiveness to sales demands from any channel, while lowering inventory carrying costs. A common inventory can help reduce shipping costs and traditional shipping methods can be leveraged to facilitate, for-example, in-store pick-ups of merchandise ordered on-line at a very minimal marginal cost of freight.

With a single facility and single information system, many physical flows can be combined into common flows regardless of channel. With common flows there is now greater movement to justify higher levels of automation, which in turn can dramatically reduce labor costs; this is particularly important for the very labor intensive ecommerce distribution channel. Similarly, with the growth of non-traditional flows, there is greater volume to justify automation of specific tasks related to that channel, for example, automated packing for e-commerce orders.

By using a single facility, a single material handling system can be designed for all distribution channels and still meet service levels. Investment costs can be much lower as the systems are shared, and often there are no


“ Our growth increase is difficult to fathom. We find better ways to do things every day. We have to continue to evolve with the industry.”

—Manager, Production; <$50M in revenues

3SDI Group, uSA


cost increases, especially if equipment capacity thresholds have not been exceeded as a result of combining channels. The combined peak flow rate –which is a significant driver of material handling system investment–of multiple channels is also usually lower than the sum of the individual peaks of each channel. Again, a single, common system can save costs.

A single facility also arguably lowers an aspect of risk; if there are large shifts of volumes between sales channels, most of the systems and investment associated with a single multi-channel distribution solution can still be utilized. If distribution systems are exclusive to a single sales channel, if there is a shift in volumes between sales channels, one system could easily become under-utilized, whereas the other system would need further investment to handle the increased volumes.

In sharing this perspective, we recognize that there are exceptions to the trends, and have seen very valid reasons associated with these exceptions. For example, the magnitude of volume and/or size of existing facilities may limit the ability to combine all flows within a single facility. We continually learn from our experiences. We hope you find our perspective thought provoking and that the survey provides information that is of help.

Survey ResultsTo better understand the issues those in the apparel distribution industry face and how they are addressing these challenges, Peerless Research Group conducted a study on behalf of SDI Industries, a leading provider of materials handling services and solutions across a range of industries, to examine current and future distribution strategies and how these organizations are developing and handling order and fulfillment processes.

For this study, we interviewed 55 top-level supply chain executives at major apparel retailers and distributors. Many companies in this industry are grappling with the complexities of multi-channel distribution structures yet a variety of options to successfully approach order fulfillment and distribution tasks exist.

Where Are Retailers on the Technology Adoption Curve?A snapshot of these manufacturers’ and retailers’ operations shows that organizations are using a range of sortation systems at their facilities. Roughly one out of three use pop-up wheel and tilt tray sorters while at least one out of every four use cross belt, garment-on-hanger, push-off diverts and slat shoe sorters. On average, these companies are using more than two

4SDI Group, uSA

different types of sortation and conveying systems at their facilities.

While a few companies sit on the ‘bleeding edge’ and lead the way for adopting new technology, the majority are inclined to take a wait-and-see position and only embrace new solutions once applications have proven

successful. With the so-called ‘majority’ delaying acceptance, are those who are early adopters gaining a competitive edge over those who hang back?


Adoption of distribution strategies

Early adopters Among the next

to adopt.

Innovators Among the first toadopt technology/

risk-takers.

Early majorityCautious and

practical.

Late majorityEmbrace technology afterthe majority have adopted.

Wait for second generation.

LaggardsAmong the

last to adopt.

“ Our growth increase is difficult to fathom. We find better ways to do things every day. We have to continue to evolve with the industry.”

–Manager, Production; <$50M in revenues

5SDI Group, uSA

Multiple Distribution Channels: Is this contributing to the chaos?

Many apparel retailers currently offer and, subsequently support, multiple distribution channels. In fact, two out of three apparel retailers are offering at least two distribution channels and more than one in four (28%) run three or four channels.

Most of those interviewed now offer retail (82%) as a primary distribution channel. In addition, more than one-half (56%) also enable their website as a sales platform and nearly one-half (47%) provide a wholesale distribution outlet. One in four additionally provides the more traditional direct to consumer approach via catalog or mail.

The task of maintaining multiple distribution outlets can lead to a host of issues. Problems largely stem from process flow and inventory management inefficiencies. Defining and establishing a roadmap and examining resources, adopting proficient technology applications, relying on consultants to implement best practices are tactics apparel retailers and distributors are undertaking to address and prevent distribution complications. Labor, added transportation expenses and expediting orders all contribute to escalating costs attributed to order fulfillment processes.


Number of different distribution channels support

Offers one distribution channel 29%

Offers two channels 40%

Offers three channels 22%

Offers four channels 9%

“ We need to streamline all channels. We’ll be aligning our current systems and are in the process of procuring a best practices, end-to-end IT solution.”

—Vice President, Supply Chain Operations;

$50M—$100M in revenues

“ We have issues with our systems and software used in our inventory and order management planning. We are uncertain about the availability of overstocked items. We need to learn to plan in an Omni-channel environment. We have external consulting support that developed a four year multi-departmental roadmap.”

—Director, Supply Chain Operations;

$2.5B+ in revenues

6SDI Group, uSA

Developing and running order fulfillment operations that best meet customers’ needs, handling greater throughput and managing the complexities of order fulfillment and distribution processes and systems rank as the greatest challenges in operating each of these primary distribution channels.

There are, however, distinguishable issues that are unique in running each channel. For example, and in addition to the above-mentioned issues those running outlets claim gauging costs associated with distribution activities is also problematic.

For those running a wholesale distribution operation, customer satisfaction and gaining greater control over a growing number of order-taking channels are priorities while those offering catalogs as a sales vehicle cite customer satisfaction as main goals. Apparel retailers handling orders received over the internet list rising IT costs, accumulative throughput and maintaining customer satisfaction as primary pain points.


40% 50% 60%

Challenges in operating various distribution channels

Increasing throughput

Maintaining customer satisfaction

Complexities of order management processes

Gauging costs

Increasing distribution channels

Inability to get an overall viewof orders and inventory

Rising IT costs related to order fulfillment

Errors in order processing

Increasing order channels

Meeting order ship dates

0% 10% 20% 30%

Retail

Wholesale

Direct to consumervia e-commerce

Direct to consumervia catalog, mail, etc.

“ Selling ecommerce out of both our DC and stores increases our shipping costs when multi-item orders are split. We’re analyzing sales and surgically increasing what is carried in the DC.”


$1B - $2.5B in revenues

7SDI Group, uSA

Selling Channels

Nearly two-thirds of those we surveyed operate three or more sales outlets. Among apparel companies, websites have replaced brick-and-mortar storefronts as the most common interface with customers. More than four out of 10 retailers extend sales people, call centers and mobile apps to customers.

Yet, while store fronts may no longer be the most common selling channel, nearly two out of three executives we interviewed indicate that stores are now, and will continue as, the primary revenue-generating channel.


“ Servicing multiple channels from the same facilities adds tremendous complexity to the systems.”

—Sr. Director, IT Systems; $1B - $2.5B in revenues

Selling channels offer

Traditional e-commerce (PC or laptop e-commerce)

Store

Call center

Mobile e-commerce (Smartphone, iPhone ortablet platform-based)

Internal/Sales person

Catalog

EDI

72%

66%

45%

44%

42%

26%

23%

Sales channels generating greatest revenues

50% 50%

20%17%

20%17%

2%0%

2%6%

0%

7% 6%3%

Brick andmortar storefront

Distributors Online/website

Call center Catalog Social media Other

In two years

However, as traditional brick-and-mortar storefronts yield the greatest revenue, online presents the greatest potential in terms of revenue growth.

Order and Distribution ModelsAt the present time, online purchases that are shipped direct from a DC along with in-store purchases and pick-ups are the most common purchase/delivery arrangements.

However, a shift is anticipated over the next few years on how merchandise will be ordered and claimed. Buying online and fulfilled at a DC and in-store purchases will remain the primary purchase and procurement means. Online ordering with direct shipping will become a common option over the next few years while online purchases with the store acting as the distribution outlet will also gain in popularity.

8SDI Group, uSA


Channels forecast to provide the greatest increasein sales over next two years

Online/website 52%Brick and mortar store 18%

Distributors 11%Social media 9%

Call center 4%Catalog 4%

Other 2%

Order and distribution archetypes

55% 54%

40%

46%

23%

39%

21%26%

19% 20%

13%

19%

2% 2%

Now In two years

Buy online,ship to

customerfrom DC

Buy and pickup in store

Order in-store,ship to

customer

Buy online,ship to

customerfrom store

Buy online,ship to

customerfrom vendor

Buy online,pick upin store

Other

“ Our centralized inventory makes it easy to move product between channels. The same inventory supports both Bricks & Clicks.”

—COO; $250M - $500M in revenues

“ We are seeing a stronger movement toward an internet/e-commerce model. Consumers are “show-rooming” and shopping on-line for better price. Amazon, for example, is playing major role in how consumers are shopping and we need to address how to best address this within our operation.”

—Director, Warehouse/Distribution; $100M - $250M

in revenues

9SDI Group, uSA

Benefits and Drawbacks to Distribution Methods

Apparel retailers are equally divided on which strategy is best for fulfillment and distribution, whether it’s running a multi-distribution platform or a single distribution center. Each methodology seemingly has advantages as well as possible drawbacks. Which distribution strategy a company chooses is likely predicated on variables such as organizational structure, available resources, volume, SKUs, inventory turns, order filling techniques, etc.

Companies running a multi-platform distribution operation feel they are better able to control costs and maintain greater flexibility and visibility over process and inventory. Accordingly, this strategy enables these companies to stock a broader inventory, better capitalize on economies of scale obtainable through resources such as labor, equipment and inventory shared across the various selling and fulfillment channels. However, operations managers are advised of possible drawbacks experienced by some companies. A decentralization of processes and a disparate workforce, a lack of available or sufficient technology for effectively managing the complexities a multi-platform distribution operation, duplication of order processing that can occur with multi-item orders being fulfilled at both DC and stores, greater potential for errors as multiple points of risk may exist, and inconsistencies meeting customer requirements all loom as possible problems.


Current distribution model

We operate a single distribution channel 47%

We employ a multiple distribution platform 51%

Other 2%

Evaluation of current distribution model

Operate a singledistribution channel

Employ amulti-distribution platform

Excellent/Very good Good Fair/Poor

52%

57%

40%

35%

8%

9%

“ We can offer more items with less inventory costs.”

—Vice President, Supply Chain

Operations; $1B - $2.5B in revenues

“ We fulfill orders quickly—in by 3PM out the same day order fulfillment.”

—VP, Global Supply Chain Operations;

$50M - $100M in revenues

“ A problem with a multi-distribution platform is ensuring that all points of order fulfillment maintain consistent processes in meeting customer demands.”

—Director, Warehouse/Distribution;


10SDI Group, uSA

Alternatively, those operating a single distribution strategy contend they have greater visibility and control over the entire process and are able to provide expedient service at a reasonable cost back to customers. However, this model also can have imperfections. Distribution managers report concerns including issues stemming from the limitations presented in a centralized operation such as the inability to handlling high volume or high velocity distribution procedures; labor issues that include adequately maintaining and training a workforce; and the ability to handle increased throughput.

Fulfillment Facilities Being Used by Distribution ChannelEach of the various distribution channels—retailers, wholesalers, 3PLs and direct—rely largely on their distribution centers as the primary outlet for processing orders. Retailers, naturally, execute order fulfillment through their brick-and-mortar outlets as well.

The Retail Distribution ChannelDistribution activity for retail operations has accelerated in the last year. The number of distribution channels has grown and the rate of orders coming in over the internet has increased as well. Consequently, fulfillment costs associated with labor, shipping and value-added services are on the rise which may be leading many businesses to outsource their retail-based distribution processes.


“ Our in-house operation allows for complete control over the entire process.”



“ Our assets are leveraged and our inventory is combined. We have next day retail and consumer delivery and cross-dock retail vendor shipments.”

—Vice President, Supply Chain Operations; $

2.5B+ in revenues

“ While we are able to offer good service at a reasonable cost to customers, we need to do better at handling high volume processing.”


$2.5B+ in revenues

Recent activity in the retail distribution channel

Has the number ofdistribution channels...

Increased Decreased Remained the same Don’t know

61%

2%

37%

Has the rate of e-commerce/direct-to-consumer orders... 74% 10%8% 8%

Has the rate of outsourcingorder fulfillment activities... 37% 7%10% 46%

Have fulfillment costs... 43% 38% 19%

11SDI Group, uSA

The Wholesale Distribution Channel

Apparel retailers who maintain a wholesale distribution channel are experiencing many of the same issues that exist with their retail distribution network. Organizations are seeing the number of distribution channels increase along with a jump in orders placed through their website. Ineffectual technology or a lack of automation could largely be responsible for additional labor and shipping costs.

The E-commerce Distribution Channel

In what most certainly is the fastest growing segment, those running distribution operations to accommodate web-based orders are challenged to keep up with the growing number of orders being placed online. Adding to these complexities are minimizing errors attributed to the explosion in the number of distribution channels. Factors such as labor and shipping further contribute to escalating fulfillment costs.


Recent activity in the wholesale distribution channel



53% 40%

Has the rate of e-commerce/direct-to-consumer orders... 40% 13%7% 40%

Has the rate of outsourcingorder fulfillment activities... 13% 20% 67%


7%

Recent activity in the e-commerce distribution channel



50% 50%

Has the rate of e-commerce/direct-to-consumer orders... 97%

3%3%

3%

Has the rate of outsourcingorder fulfillment activities... 28% 66%


12SDI Group, uSA

Distribution Channel Analytics

As fulfillment costs rise and the growth of e-commerce business opportunities spark a propagation of distribution channels, organizations are looking to streamline processes, reduce costs and re-engineer their operations to promote those channels that are most efficient and easiest to manage. Subsequently, apparel companies will rely more on those measures and analytics that determine which channels are optimal. Evaluations of sales and, more specifically, assessments of each respective sales channels, and inventory levels will continue to drive process decisions. In addition, proven industry best practices methodologies will be added to the analysis.


Analytics use to assess most optimal distribution channels

Store sales

Web sales

Web visits

Customers’ sales

Inventory management

Social media

Industry best practices

73%69%

76%52%

57%34%

78%47%

69%53%

52%40%

57%59%

Now In two years

13SDI Group, uSA

Changes are on the Horizon

So while there is certainly a high level of satisfaction with respect to their fulfillment operations, it’s also not surprising that there is a need to stay current and competitive. Roughly three out of four organizations (77%) are likely to assess alternatives during the next two years. Those most likely to consider new methods will consider solutions to untangle the complexities created from the multiple distribution channels across retail, wholesale, catalog and website ordering.

Respondents indicated that high priorities will be reducing overhead, improving the overall customer experience while visiting their website, soften growing pains caused by the global e-commerce boom, and outsourcing tasks such as manufacturing processes.

Investments in Distribution Operations

Refining distribution operations will remain a major focal point for apparel companies’ supply chain managers. While retailers and distributors are seemingly at varying stages across the distribution paradigm, most are now actively dedicated to improving processes and services.


Next step to be taken in the distribution progression

Consulting

Design orredesign

Integrationof systems

Maintainingoperations

Improving processesand services

System orsolution

implementation

Runningdistributionoperations

In the middle ofimplementing

a huge change

Likelihood to evaluate alternative distribution models in next 2 years

Somewhat 16%

Extremely/Very likely 61%

Not very/Not at all likely 23%

“ We are managing order flow through the various distribution channels. We have an SKU proliferation and employ an application of unique product identifiers. We have also encountered customer satisfaction and warranty return issues. To maximize inventory usage, we are centralizing order management to determine the optimal way to characterize products at the latest point.”



14SDI Group, uSA

Investments will largely be made in technology, both in software and systems, as well as in facility space and planning. Specifically, spending will target warehouse control systems (WCS) and warehouse management systems (WMS) applications, as well as systems such as cross belt conveyors and slat shoe sorters.

MethodologyThis research was conducted by Peerless Research Group on behalf of Peerless Media and SDI Industries. The study was executed in April 2013, and administered over the Internet among retail and manufacturing executives in the apparel industry. The sample for this research was developed using multiple list sources. Lists used to create our ‘universe’ that include selects from Modern Materials Handling, Logistics Management and Supply Chain Management Review magazines, a select list of attendees to the 2013 ProMat trade show and appropriate titles off other compiled list sources. All respondents were pre-screened for being personally involved in the evaluation, operation, recommendation or purchase of distribution solutions for their organization.

The findings reported in this brief are based on information collected from 55 top apparel retailers and distributors. A sampling of job titles surveyed include Director of Fulfillment Operations, Vice President of Global Distribution, Senior VP of Global Supply Chain and Manufacturing Operations, Senior Manager of Distribution and Vendor Relations, and Vice President of Supply Chain Development, etc. Companies represented in our study include New Balance, TJX, Target, American Eagle Outfitters, Ralph Lauren, etc.

About SDISince its inception, SDI has developed a history of creating and integrating the most innovative and productive elements of materials handling that exist today. Headquartered in Los Angeles, California, SDI is a multi-national organization with operations around the world, allowing us to service both international and domestic clients. To date, SDI has offices in North and South America, Europe and Australia, and an in house IT software division. Despite our growth, SDI continues to maintain the flexibility and enthusiasm of a start-up; with our owners still actively participating in all aspects of the business. With a strong background servicing the retail industry, SDI is the preferred solutions provider for apparel manufacturers, retailers, and distributors. Additionally, SDI is responsible for installing a substantial portion of the distribution centers in the United States. With our list of installations growing each year, we currently have over 400 distribution center systems installed worldwide.

Contact informationwww.SDIGROUPUSA.comwww.SORTRAK.com


multi-channel distribution in the apparel industry

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